Google Tv Ads Webinar
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Google Tv Ads Webinar Presentation Transcript

  • 1. Google TV Ads Introduction and Best Practices Google TV Ads Webinar Series April 16, 2008 Google Confidential and Proprietary
  • 2. Introducing your hosts… Diane Chour Jennica Smith Optimization Specialist Account Manager Google TV Ads Google TV Ads Google Confidential and Proprietary
  • 3. Agenda 1 Introducing Google TV Ads 2 Creating an Effective Ad 3 Building your Schedule 4 Determining the Right Budget 5 How to Optimize Based on Results Google Confidential and Proprietary 3
  • 4. FragranceNet drives customer acquisition 35% increase in website traffic 95% of orders from Google TV Ads customers are first-time customers Google Confidential and Proprietary
  • 5. 1 Introducing Google TV Ads Google Confidential and Proprietary
  • 6. The power of television Connect With Your Boost Brand Drive Online Customers Awareness Behavior The power of sight, Exposure to TV and 44% of consumers sound and motion online advertising said TV triggered can create an increases brand their online search² emotional connection recall by 63%¹ Source: 1) Thinkbox - TV and Online (2007), 2) iProspect Offline Channel Influence on Online Search Google Confidential and Proprietary 6 Behavior Study (Aug 2007)
  • 7. TV extends the power of your online campaign Question: Within the last 6 months which of the following prompted you to go to a search engine to look for information on a particular company, product, service or slogan? (Select all that apply) 37% Television ad 36% Word of mouth from friend/acquaintances 30% Magazine/newspaper ad 20% Company’s store/physical location 17% Radio ad 9% Billboard, indoor sports venue sign 7% Ad/company name on company truck/van/car 3% Ad/company name on taxi/train/city bus 33% I have not performed a search on any of these 0% 20% 40% 60% 80% 100% Percentage of Online Search Users Television drives search behavior Source: iProspect Offline Channel Influence on Online Search Behavior Study, August 2007 Google Confidential and Proprietary 7
  • 8. A winning combination The Power of The Benefits Television of Online Measurement, Sight, Sound Accountability, and Motion Optimization Google Confidential and Proprietary 8
  • 9. What is Google TV Ads? A flexible, all-digital system for buying more accountable and measurable TV advertising. Google Confidential and Proprietary
  • 10. How Google TV Ads can benefit you + + Greater Flexibility More Accountability Precision Measurement Maximize the effectiveness of your TV advertising campaign Google Confidential and Proprietary
  • 11. Access 94 national TV networks within AdWords Google Confidential and Proprietary 11
  • 12. Choose your own price and get what you pay for Get what you pay for. Google Confidential and Proprietary 12
  • 13. 2 Creating an Effective Ad Google Confidential and Proprietary
  • 14. FragranceNet drives customer acquisition 35% increase in website traffic 95% of orders from Google TV Ads customers are first-time customers FragranceNet Approach • Used coupon codes and routed to unique URL (Fragrance.net) Google Confidential and Proprietary
  • 15. Creating an effective ad  Who are they?  Where do they live? i Identify your target customer  What are their hobbies?  What are their education levels?  What are their income levels? ii Craft your key message iii Support your key message iv Decide on a call to action v Pull it all together Google Confidential and Proprietary
  • 16. Creating an effective ad i Identify your target customer  What is your objective? ii • Brand Awareness? Craft your key message • Direct Response? • New product/service? iii Support your key message iv Decide on a call to action v Pull it all together Google Confidential and Proprietary
  • 17. Creating an effective ad i Identify your target customer ii Craft your key message  Focus on your message iii  Keep things clear & concise Support your key message  Consider showing people in …the TV Ads creative iv Decide on a call to action v Pull it all together Google Confidential and Proprietary
  • 18. Creating an effective ad i Identify your target customer ii Craft your key message iii Support your key message  Use clear calls to action iv • Tell the customer what Decide on a call to action you want them to do  Track, Track, Track! v Pull it all together Google Confidential and Proprietary
  • 19. Creating an effective ad i Identify your target customer ii Craft your key message iii Support your key message iv Decide on a call to action  Focus on audio & visual ….elements v Pull it all together  Implement complementary …. ….online campaigns  Check that your ad meets technical and editorial guidelines Google Confidential and Proprietary
  • 20. Use the Ad Creation Marketplace to get started 11 2 Send requests Accept bid Browse and search for Choose the specialist who specialists for free. meets your needs. Y our ss B u s in e H e re 4 3 Approve and run ad Pay and review specialist Once your ad is approved, the Submit payment to your specialist, specialist can upload it directly to then rate the quality of your your AdWords account so you can experience. select it for your campaign. Google Confidential and Proprietary 20
  • 21. Don’t have a TV ad? Offer: Use the Ad Creation Marketplace to create your TV commercial and we’ll reimburse you up to $2,000 for the cost of the ad. How do I qualify? • Use the Ad Creation Marketplace to create an ad to use in your TV campaign. • Activate your campaign to air by June 30th, 2008. • Your ad campaign must run for a minimum of 4 consecutive weeks at a minimum average spend of $2,000 per week. • You'll receive a credit in your Google TV Ads advertising account after your ad airs. Y our ss B u s in e H e re Google Confidential and Proprietary
  • 22. Use the Ad Creation Marketplace to get started Google Confidential and Proprietary 22
  • 23. Google TV Ad Creation Marketplace Google Confidential and Proprietary
  • 24. POP POLL Question: What are some examples of a ‘call to action’ you can include in your TV commercial? (type your response into the chat window) Google Confidential and Proprietary 24
  • 25. POP POLL Answers: unique URL unique phone number unique coupon code Google Confidential and Proprietary 25
  • 26. 3 Building your schedule Google Confidential and Proprietary
  • 27. Building your schedule i Choose your target audience ii Select your networks iii Select your dayparts iv Add or block programs Google Confidential and Proprietary 27
  • 28. Select relevant networks and dayparts Google Confidential and Proprietary 28
  • 29. Target viewers through specific content Google Confidential and Proprietary 29
  • 30. Let Google help you create your schedule Google Confidential and Proprietary 30
  • 31. 4 Determining the Right Budget Google Confidential and Proprietary
  • 32. Get budget suggestions for your TV campaign Google Confidential and Proprietary
  • 33. Budgeting i Set your date range ii Set your daily budget and CPM iii Use the Traffic Estimator Google Confidential and Proprietary 33
  • 34. Get impression and cost estimates Google Confidential and Proprietary
  • 35. Identify why your ad is not airing using the Ads Diagnostic Tool Google Confidential and Proprietary 35
  • 36. Identify why your ad is not airing using the Ads Diagnostic Tool Google Confidential and Proprietary 36
  • 37. POP POLL Which of the following targeting options are available for your TV Ads campaign? A. daypart targeting B. network targeting C. program targeting D. all of the above (type your response into the chat window) Google Confidential and Proprietary 37
  • 38. 5 How to Optimize Based on Results Google Confidential and Proprietary
  • 39. Experiment, learn, optimize i Experiment with the auction ii Review your reports iii Optimize your campaign Google Confidential and Proprietary 39
  • 40. FragranceNet drives customer acquisition 35% increase in website traffic 95% of orders from Google TV Ads customers are first-time customers FragranceNet Approach • Used codes and routed to unique URL (Fragrance.net) • Tested 21 coupon networks at different dayparts and CPMs • Narrowed to five networks that demonstrated the best conversion Google Confidential and Proprietary
  • 41. The journey from remote control to report center Google Confidential and Proprietary 41
  • 42. Understanding your reports Google Confidential and Proprietary 42
  • 43. Analyze the effectiveness of your TV Campaigns with Analytics Google Confidential and Proprietary 43
  • 44. Analyze the effectiveness of your TV Campaigns with Analytics Locate TV campaign reports Google Confidential and Proprietary 44
  • 45. Analyze the effectiveness of your TV Campaigns with Analytics Locate TV campaign reports Drill into specific TV campaigns Google Confidential and Proprietary 45
  • 46. Analyze the effectiveness of your TV Campaigns with Analytics View correlation between TV campaign and website metrics to measure effectiveness Locate TV campaign reports Drill into specific TV campaigns Google Confidential and Proprietary 46
  • 47. Analyze the effectiveness of your TV Campaigns with Analytics Supports many different TV metrics and website metrics View correlation between TV campaign and website metrics to measure effectiveness Locate TV campaign reports Drill into specific TV campaigns Google Confidential and Proprietary 47
  • 48. Adjust your campaign on the fly Google Confidential and Proprietary 48
  • 49. Hanley Center Drives Response and Increases Enrollment 40% increase in brochure requests quot;I really feel like our money is being maximized.“ Cindy McAlpin, Marketing Director, Hanley Center Hanley Center Approach • Tested a dozen networks at different dayparts and CPMs • Targeted specific TV programs featuring relevant content • Discovered new, responsive regional markets from Google TV Ads and increased exposure using Google Audio Ads Google Confidential and Proprietary
  • 50. POP POLL I can edit my campaign targets, pause my campaign, or change my CPM bid and have any of those changes go into effect for the next day's airings. True False (type your response into the chat window) Google Confidential and Proprietary 50
  • 51. Resources • Getting started guide : http://www.google.com/adwords/tvads/guide/index.html • Product demo: http://www.google.com/adwords/tvads/demo.html • Request a custom proposal: http://services.google.com/ads_inquiry/tvads_campaignproposal • Ad Creation Marketplace promotion: http://www.google.com/adwords/tvads/promotions/acm.html Y our ss B u s in e H e re Google Confidential and Proprietary
  • 52. Thank you Google Confidential and Proprietary